Resources Library by ANA

Measurement of media intangibles

Readership studies and audience measurements are today common place in the media field. But we know very little about the intangible values added by a given magazine or journal to the advertising message. It is not enough to know how many people-read...

Catalogue: ESOMAR/WAPOR Congress 1959

Author: Andre Chudnoff

June 15, 1959

Measuring the impact of communication

In its eleven years of existence the Israel Institute of Applied Social Research (Jerusalem) has made only one study entirely devoted to measuring the impact of communication. It was a blitz-survey on the radio-listening by the Israel population to...

Catalogue: ESOMAR/WAPOR Congress 1959

Author: Ruth Ludwig

June 15, 1959

The "brand image" of the German voter

In the beginning it might be appropriate to comment briefly on the title and topic of my paper. "Brand Image" is a concept very common in advertising arid consumer research. In connection with the "German Voter" it would, in the very strict sense,...

Catalogue: ESOMAR/WAPOR Congress 1959

Author: Peter Schmitt

June 15, 1959

Activation

A basic research technique which measures sales, resulting from advertising, has long been a recognized need of the advertising profession. Now comes a major development which offers a way to measure the sales effectiveness of advertising. We can now...

Catalogue: ESOMAR/WAPOR Conference 1957: Research Into Consumer Behaviour And Its Motivation

Author: George Gallup

June 15, 1957

Research into consumer behaviour and its motivation (English and French)

Conference papers from the ESOMAR/WAPOR Congress 1957.

Catalogue: ESOMAR/WAPOR Conference 1957: Research Into Consumer Behaviour And Its Motivation

Authors: Michel Agostini, Emeric Deutsch, Harry Henry, Robert C. Sorensen, Helen Dinerman, Philip L. Short, A. Mitchell, Yves Fournis, Edward Sinclair, Ernest Dichter, William Gregory, Jan van Rees, Albert A. Shea, Jan L. Wage, Salviano Cruz

June 15, 1957

Economic forecasts with special reference to field studies

I shall not specifically deal with economic forecasts of a general nature, but that I shall put the accent on market forecasts. It may well be reasoned that every market forecast presupposes a forecast of the business situation and of any expected...

Catalogue: ESOMAR Congress 1956: Advertising Research

Author: Jan van Rees

June 15, 1956

Research can and does help advertising

Advertising is one of the means to move products (or services) to the consumer, to make consumers (in all their varieties, including industrial buyers e.g.) buy the goods or services that are being advertised. There are those who say advertising...

Catalogue: ESOMAR Congress 1956: Advertising Research

Author: Jan Stapel

June 15, 1956

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January 1, 1970

Establishing International Standards for Measuring Demographics

In this paper, I want to explore the best ways of measuring basic demographics (age, gender, education, income,working status, job and socio-economic classifiers), based on two years of exploratory research-on-research, comparingdifferent methods...

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Author: Jon Puleston

January 1, 1970